Time orientation is a kind of individual psychological perception about past, present and future, which plays a subtle role in the individual behavior and attitudes. But till now the connotation of the concept of time orientation exists some divergence in consumer research field, and there are still some phenomena of confused use of related concepts. Besides, studies or applications of time orientation are especially inadequate in domestic marketing academia. In view of this, this paper firstly explains the concept connotation of time orientation and distinguishes the similarities and differences between similar concepts, and reviews related research progress from five theoretical perspectives of time orientation as personality traits, developmental time orientation, time orientation as situational context, time orientation as frame and cross-cultural time orientation. Then, it sorts out main research contexts and research findings. Finally, it uses actual marketing cases to analyze strategic and tactic reference significance of time orientation research to marketing management practice, and makes prospects for future research directions, to throw out a brick to attract a jade and advance domestic development of time orientation research.
Time Orientation: Concept Interpretation, Literature Review and Prospects in Marketing Research
Foreign Economics & Management Vol. 39, Issue 05, pp. 3 - 18 (2017) DOI:10.16538/j.cnki.fem.2017.05.001
Cite this article
Wang Haizhong, Hu Guimei, Ouyang Jianying. Time Orientation: Concept Interpretation, Literature Review and Prospects in Marketing Research[J]. Foreign Economics & Management, 2017, 39(5): 3–18.